I think the start date for the new ps4 deals is very intentional and also very smart. This starts the day after PSX keynote on Saturday. With big announcements and new footage expected at PSX, those alone would get ppl on fire to buy ps4s. But then Sony will be giving a double whammy by also having those new ps4 deals start the next day (PSX day 2). And this isn't mentioning the fact that PSX will be a great spot to further spread the word of the new deals. They likely will also announce or mention it at The Game Awards.